Etsy Seller Interview with Natsuko of NatsukoJewelry

How NatsukoJewelry got started

Introduce your Etsy shop and tell us your story. How did you begin and decide on what to sell on Etsy, and how do you create your products?

Hi there! I'm the owner of Natsuko Jewellery, a handmade talisman jewellery shop. I started the shop back in November 2007, which is ancient in the internet age! Initially, I began by selling enamel jewellery while working at a fine jewellery store selling diamond and engagement rings. However, my journey in jewellery making started way back in my childhood, when I was a socially awkward kid who loved to sit at home and make handmade accessories. As I grew up, I became interested in sewing and making beaded jewellery to complement the outfits I created.

While working at the jewellery store, a colleague introduced me to the local cultural arts centre. I started with a polymer clay class, but I didn't enjoy the process. However, when I switched to a glass enamel class, I fell in love with it. The process of putting a copper blank with powder glass into a kiln for 2-3 minutes, and the resulting fused glass on the copper, was like magic! By the end of the course, I had created enough jewellery pieces to open my Etsy shop.

Taking a metalsmithing course took my jewellery-making skills to the next level. By this time, the jewellery store I was working at had closed due to economic changes, so I decided to concentrate on my Etsy shop. I set up a studio shop in my house, which allows me to create my jewellery and fulfil orders from home without making a trip to an art centre. The rest is history!

Favorite items

What are your favorite items? What makes these so special? Why do you think these items might be selling well?

It's really hard to pick a favourite item from my shop because I love them all! My motto is to create pieces that "I love", so at least one person in this world loves the piece! But if I had to pick, it would be the Moon Phase Manifestation Earrings. On my natal chart, I have the sun and Venus in Cancer and the moon in Taurus. I am strongly influenced by the moon's phases. So, wearing moon phase earrings is very comforting to me and elevates my vibrations. Additionally, I love the rustic, statement-making design of the earrings, which, surprisingly, are also lightweight.

Another favourite of mine is the Astro-Magic Witchcraft Talisman Necklace, where I draw energy from a chart the day Venus aligned with the fixed star Procyon. This talisman features Procyon's Sigil, associated with adaptability, resourcefulness, and success in business. The Dendritic Agate stone is known as the Stone of Plentitude, bringing abundance and fullness to all areas of life, from business to agricultural endeavours.

However, these are not what sells the best. Hands down, my best seller is the Bronze Two Tiny Circle Necklace for an 8th anniversary. I think its popularity is due to its simplistic design packed with meaningful aspects. Did you know that bronze is the metal for the 8th anniversary? Besides, the number 8 is the number of prosperity, and bronze is one of the metals associated with Venus, the planet of love and beauty, making the 8th year anniversary a great year to commemorate.

Getting sales on Etsy

How long did it take for you to earn your first sale and how do you currently attract customers to your Etsy shop?

I think it didn’t take long to get my first sale, and I remember it surprising me because I couldn't believe someone bought my jewellery! However, it took me 2–3 years to consistently make enough sales to earn a living from my Etsy shop. During this time, Etsy felt more like a social networking platform, so I was very active in forums, groups, and other similar features. In addition, I am a practitioner of the Law of Attraction, and I have a little ritual every morning that involves burning money candles. Once you establish the customer route to the shop, sales come on autopilot, so nowadays I don't really do anything special to attract customers.

Managing NatsukoJewelry

How do you manage your shop? Are you running solo or do you have any team members? What tools or services do you use to run your shop and how do you handle fulfillment?

As a handmade jeweller, I take great pride in crafting each piece by hand. I believe that the personal touch and intention behind my handmade jewellery set it apart from mass-produced items. This imbues each piece with its own unique energy and vibration. From cutting a piece of wire to finishing the jewellery to packaging, the entire flow of production sets a certain energy frequency.

As a small business owner, I understand the importance of managing all aspects of my business, from designing and creating new pieces to marketing and shipping. While I handle most of these tasks myself, I am fortunate to have the support of my husband, who assists me with plating and casting and takes packages to the post office on his way to work.

The future of NatsukoJewelry

What goals do you have for your shop in the future?

This is an interesting part. During my tenure at Etsy, I changed my offerings a few times. As I mentioned, I started by offering glass enamel jewellery, but the process was really labour-intensive. After some consideration, I decided to switch to making more personalised metalsmithing pieces. Over time, I began to receive more and more orders. However, as the number of orders grew, I found it increasingly difficult to keep up with the demand. This eventually led to a severe burnout at around the 10-year mark. It was a challenging time, but I learned a great deal about myself and my business during this experience. After some reflection, I decided to consolidate my offerings to what I can reasonably handle daily. This allowed me to focus more on other interests and explore new avenues for growth.

I started my journey to explore the mystical world of tarot and astrology, and it opened up a whole new realm of possibilities for me. I was fascinated by the idea of creating jewelry that could not only be beautiful but also serve as a powerful talisman that could provide the wearer with a sense of protection, luck, and positive energy. This inspired me to dive deeper into the meanings and symbolism behind different gemstones, metals, and symbols and to incorporate them into my designs in a way that could resonate with different people's energies and intentions.

My ultimate goal is to provide customers with highly unique and personalised pieces of jewellery that capture and embody the essence of cosmic energy. This can be achieved by drawing planetary energy from an astrological chart or by commemorating special events, such as anniversaries or birthdays. Additionally, I can design talismans to help achieve future goals or to serve as a reminder of important dates or events. When I approach design in this way, I feel my soul vibrating with joy, and I want to share that feeling with my customers.

Advice for new sellers

What’s your advice for a new seller starting an Etsy shop?

For a new seller starting an Etsy shop, I’d say that the key is to focus on developing a brand that is truly unique to you. Take the time to research your competition and find ways to differentiate yourself from them. Think about your own personality and style and how you can incorporate them into your brand. Consider selecting colours, listing styles, and photos that truly represent you and your brand.

It's important to remember that building a successful shop takes time and effort. So don't get discouraged if your sales aren't taking off right away. Instead, keep adjusting your listing title and keywords. If you continue to refine your brand and infuse it with your own unique personality, you'll be able to attract customers who are drawn to your unique offerings.